Business Events Australia evolves digital strategy for Chinese market

Business Events Australia has come up with a new digital strategy for the Chinese market that aims to maximise opportunities for customer engagement and enhance the promotion of Australia as a business events destination.

With the growing role of WeChat in facilitating Chinese business, BEA is developing a WeChat Mini Program to provide a platform for planners to save, download and share information about Australia’s business events offering.

While the website will retain a role in facilitating initial research and planning, it will be leveraged as a platform to drive traffic to BEA’s official WeChat account and Mini Program.

The new Mini Program will see Tourism Australia as one of only two national tourism organisations with a dedicated business events Mini Program worldwide.